CEOs activistas: Un análisis descriptivo de los presidentes ejecutivos y sus posturas sociales y políticas

  1. Carlota López Aza 1
  2. Teresa Pintado Blanco 1
  3. Joaquín Sánchez Herrera 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
DOCFRADIS Working Papers

Año de publicación: 2020

Tipo: Documento de Trabajo

Resumen

Los presidentes ejecutivos (CEOs) intervienen actualmente como activistas en la defensa de temas controvertidos (sociales, políticos…) ajenos a su actividad profesional. Nuestro trabajo profundiza en el uso del activismo de los CEOs con el fin de obtener información cuantitativa, cubriendo la escasez de estudios académicos. Se han recopilado 47 casos de activismo de marca (2008-2019) analizados en función de la participación del CEO, diferenciando entre sectores de actividad y su controversia (incluyendo el sector de la distribución y gran consumo) tipología de activismo, y rendimiento financiero de las organizaciones. Los resultados indican diferencias relevantes que pueden ser tenidas en cuenta por las organizaciones para orientar adecuadamente su comportamiento activista.

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